GEN TEA

In Singapore, every ID starts with an “S.” If you were born after 2000, it starts with a “T”.

In this campaign, Yeo’s First Harvest Green Tea turned “T” into “Tea” and declared a new generation: Gen Tea. A label young Singaporeans could own. Brought to life with The First Harvest Authority, a tongue-in-cheek government office where only those with a “T” in their ID were allowed in.